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Vancouver Aquarium conducts holiday campaign

The Vancouver Aquarium has begun an advertising campaign that promotes the attraction as a tranquil, relaxing experience during the hectic holiday season. The campaign, called "Give the Gift," consists of print, out-of-home and radio advertising developed by Taxi Vancouver. This is the agency's first work for the aquarium. The goal of the promotion is to attract visitors and to increase memberships over the holiday season. The creative compares a child's passing interest in a new toy to the experience of being close to ocean life. One poster depicts a boy watching a large fish through the glass while his video game lies on the floor. The five radio ads compare the aquarium to other holiday experiences such as crowded stores and heavy traffic. "There's no doubt kids get spoiled at Christmas," said Michael Mayes, the agency's creative director. "There's also no doubt parents get overwhelmed with everything that's going on. This was the perfect message for the campaign. Take your kids somewhere they'll be entertained and educated, and while you're at it, take a break from all the commercialism." The campaign will run until early January.

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